A case study of brand marketing promotion?

In the current mobile e-commerce environment, the traditional marketing promotion methods based on TV advertisements or newspaper and magazine advertis

A case study of brand marketing promotion?

In the current mobile e-commerce environment, the traditional marketing promotion methods based on TV advertisements or newspaper and magazine advertisements can no longer meet the actual requirements of enterprises, and enterprises must rebuild their marketing promotion strategies according to the current mobile e-commerce environment. The following is what I arranged for you. Welcome to read!

：

First, the brand profile:

Uniqlo * * * Uniqlo * * * is a powerful core brand of Japan Fast Retailing Group, ranking among the best in the global clothing retail industry. Its full name is UNIQUE CLOTHING WAREHOUSE, and its internal meaning refers to abandoning the warehouse stores that need no decoration and adopting supermarket-style self-service shopping to provide the goods that customers need at reasonable and credible prices.

Second, brand development:

1, at the beginning of its establishment:

In June, the first Uniqlo warehouse clothing store 1984 officially opened in Hiroshima, Japan. At that time, Japan's economy was in recession, and Uniqlo's business strategy was to provide all consumers with fashionable casual clothes at low prices.

In order to gather popularity and attract customers, when Uniqlo first opened, it also provided customers with free breakfast: bread and milk, which really attracted a large number of customers. Every morning, many people gather in front of Uniqlo's store, queue up for breakfast, and then go into the store to buy.

2. Chain extension:

199 1 year, Fast Retailing Company started chain operation, and put forward the development plan of establishing 1000 branches to realize Uniqlo chain.

1994, Uniqlo was listed on Hiroshima Stock Exchange.

1998, Uniqlo Harajuku Store opened, sweater promotion was successful, and the era of "casual clothes facing consumers" began.

1999, listed in the first part of Tokyo Stock Exchange.

In 200 1 year, Uniqlo achieved the miracle of doubling continuously with a three-year performance of 465,438+0.85 billion yen, so it ranked first among Japanese prosperous enterprises in 2 1 century and became the leisure wear brand with the highest market share in Japan. In September of 20001year, Uniqlo opened its first overseas store in London, England, and now Uniqlo has 15 stores in England. Less than a year after entering Europe, it was rated as "the most influential outstanding enterprise in the British market in 2002" by the representative European industry magazine RetailWeek.

By the end of July, 20 1 1, Uniqlo had more than 1000 stores in the world, including Hongkong and Taiwan Province, the United States, Britain, France, Russia, South Korea, Singapore and Malaysia.

3. Entering China:

In September 2002, Uniqlo opened its first store in Chinese mainland, China. Because we were not sure about the China market, we positioned it as a "popular" casual dress. As a result, we fell into a price war with Benirall and Giordano, and finally had to withdraw. In the second half of 2008, Uniqlo readjusted its marketing and product concepts and re-entered the China market.

In 2009, Uniqlo formed a strategic partnership with Taobao and opened its flagship store. 20 10 In May, Uniqlo opened its largest flagship store in the world on Nanjing West Road, which is the fourth flagship store in the world after new york, London and Paris.

Brand marketing promotion strategy

The so-called brand promotion refers to a series of activities and processes that enterprises shape their own and product brand images and make them widely recognized by consumers. Brand promotion has two important tasks, one is to establish a good corporate and product image and improve brand awareness, reputation and characteristics; Second, products with corresponding brand names will eventually be sold out.

Brand promotion is an important link in the process of brand establishment and maintenance, including communication planning and implementation, brand tracking and evaluation. No matter how good the brand idea is, it can't become a strong brand without strong support of promotion and implementation. Moreover, brand promotion emphasizes consistency, and all details in the implementation process should be unified. "The devil is in the details." The best enterprise in this field is McDonald's. The decoration of McDonald's fast food restaurants all over the world is a style. No matter in which country or city, as long as you walk into McDonald's fast food restaurant, you will strongly feel the affinity and appeal of the brand. The four stages of brand promotion strategy The different stages of a brand are divided into four stages: introduction stage, growth stage, heyday stage and decline stage. These four stages will have a lot of practical significance for the brand promotion of enterprises.

First, the brand promotion strategy during remittance

The first stage of brand development is the lead-in period, which is the stage when the brand of an enterprise faces customers or participates in competition for the first time. The lead-in period is also a brand-new starting point for enterprises to just introduce brand management concepts. The most typical characteristics of the lead-in period are: target customers choose carefully out of lack of awareness of new brands; Because it is a new brand, there will be first-time testers among the customers who dare to try. These testers may be people and opinion leaders who dare to accept new things in the customer base, or they may be solid fans and role models of the brand in the future. Competitors are observing and trying to obtain the market intention of the enterprise at this time, and have not yet established a ban plan; The media or other stakeholders may also pay close attention to the process and results of brand promotion. Summarizing and understanding the characteristics of the payback period is to make appropriate promotion plans and media placement strategies for enterprises, find the right time, and make them have a higher market starting point.

Second, the brand promotion strategy in the growth period

First of all, the brand may have collected information about products, positioning and promotion methods from customers during the introduction period, and collecting this information in time is very conducive to the self-improvement of enterprises. Without this information, or customers are unwilling to tell the enterprise their own consumption feelings truthfully, this shows that the brand may have entered a dead end. Therefore, at this stage, enterprises must re-examine and adjust these brand elements to adapt to customers or surpass competitors. Under normal circumstances, just like entering the growth period of the product life cycle, the target customers will comment on the products of this brand, and the quality of the products will have the power and space to spread. From the actual situation, the customer's feedback information is universal. Enterprises should refer to the customer's feedback information and requirements on the technology, appearance, packaging, quality and service of brand products, and make adaptive or advanced adjustments.